In the weeks after the game's launch, more content will be coming for Battlefield 3, including the much-anticipated Back to Karkand map pack. The way Soderlund sees it, Battlefield 3's launch is only the beginning, and content will continue to be provided regularly to keep players interested.

"The Battlefield 3 launch was the starting point," Soderlund told us. "We look at this as a long-term service, where we want the consumers to continually get updates and new content and hopefully improvements to the product as we go. So the launch was the start, and we're not letting the foot off the gas. We're going to continue to push and obviously improve the experience, give more content as we go and hopefully make people want to stay inside our universe."

Soderlund believes that EA and DICE's plan to provide content will be enough to keep gamers loyal, even in the face of upcoming holiday season competition from Call of Duty: Modern Warfare 3 and other big titles.

"The holiday season is clearly very competitive, as we know. We all respect what Call of Duty brings and what they're going to come with, and I think that we have an industry-leading multiplayer game that will make people want to stay with us, frankly. If you look at all the reviews that we've gotten, not a single one that I've seen has been negative towards the multiplayer. In fact, many state that the multiplayer is the multiplayer experience to have, the best in the world. And if I can continue to harness that and work on improving that and give the consumers more of that, then hopefully they're going to feel loyal to us and stay."

"My focus has got to be on our product, and not necessarily on the others. And right now we're out in the market, and that's all I know. When they come out, they come out, and I wish them the best of luck. They're partners in this industry, and I play all their games and I look forward to many of them, and all I can do is try and make sure that people stay interested and want to have more Battlefield."

EA will also continue to look toward the future. A potential Battlefield release for Wii U was hinted at during E3 2011, and Sony's upcoming PlayStation Vita also offers an opportunity for a franchise like Battlefield to take a foothold in the portable marketplace. We asked Soderlund about both platforms.

"First of all, I think both of those platforms are innovative and interesting for our industry, and I look forward to both of them," he said. "Whether we're going to appear with Battlefield 3 on those platforms is still not announced, and frankly nothing I can talk about yet, unfortunately."

In the meantime, Soderlund's focus will continue to be on Back to Karkand, which will be released in December. The pack features Battlefield 2 maps reimagined using the new Frostbite 2 engine, and Soderlund promises that it will be a big pack, with plenty to add for Battlefield 3 gamers.

"There's a lot of destruction in BF3, but the Karkand map pack, when you play it, it's a different level, even more so than in BF3, of destruction in there," he told us. "So I think people are really going to like that, and see it as something fresh. When you play Karkand, it's just crazy the amount of destruction that goes on in there. And that's a deliberate decision by the small team who made the pack, to really dial that up and make it even more prominent than it is in the Battlefield 3 'vanilla' experience."